Chinese Customers’ WTP for Legal Digital Music Downloading
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This study is to examine the effects of some significant factors on consumers’ willingness to pay (WTP) for digital music via the moderating variables of music affinity and the deterrence effect of the legislation. Based on 517 Chinese respondents with access to digital music, using the multiple liner regression model, this study indicates that free ideology, perceived benefits of free downloading, perceived benefits of paid downloading, subjective norm, habit strength have direct influence on WTP, and music affinity and the deterrence effect of the legislation have moderating effects. This study contributes theoretically to research on Chinese consumers’ WTP for digital music and offers practical recommendations for the digital music charging system setup.